PROJEKTY BRANDINGOWE WSPIERAJĄCE ZDROWIE I ZRÓWNOWAŻONY STYL ŻYCIA LUDZI STARSZYCH. WYNIKI BADAŃ
BRANDING PROJECTS SUPPORTING THE HEALTH AND SUSTAINABLE LIFESTYLE OF ELDERLY PEOPLE. RESEARCH RESULTS

Summary/Abstract: Purpose - Identifying special branding projects and demonstrating their potential role in changing the behaviour, habits and attitudes of older people and in shaping their sustainable lifestyles. Research method - Triangulation of research methods, including 1) desk research with qualitative analysis of documents on health and lifestyles of elderly people in Poland, their social responsibility, sustainable strategies of selected brands and other available materials related to the research problem; 2) a case study of the retail chain Lidl Poland on the branding projects for seniors; 3) the offline participatory observation method (on the occasion of shopping and follow-up visits to Lidl shops) and online (via the brand's social networks, dedicated platforms and the Lidl Plus app) in subsequent projects (such as campaigns, actions, ventures, events, challenges, and themed promotions) of the analyzed brand. Results - Research results on health and lifestyle of seniors in Poland differ significantly from European and world standards. In view of the above, Lidl's branding activities for healthy eating for elderly people, their physical and intellectual activity, activation and involvement in brand activities and various ventures with partners should be considered important and valuable. Sustainable branding projects enjoy growing interest among the elderly in Poland and bring multifaceted benefits to stakeholders.

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